April 4, 2017

Guest Post: Make Creative Workflow a Priority in 2017

Avoid these 3 costly creative workflow traps

Marketing innovation is in full bloom! I just returned from my favorite Spring marketing conference, the Adobe Summit in Las Vegas. I learned about how AI, robotics, VR, and AR are revolutionizing employee and customer experiences. (You can check out my 6 top Summit takeaways here).

As we see creative and digital marketing functions converge, the need for a strong creative workflow strategy is greater than ever.

I don’t mean to be a “Debbie Downer,” but hear me out for a moment. Marketing innovation can sometimes be messy, confusing, and costly.

New technologies, such as account-based marketing, AI, and personalization can lead to big inefficiencies, agency misunderstandings, and cost overruns into our customer programs and content strategies.

Multiple team members still need to manually review content and messaging. Marketing and in-house creative often collaborate with external agency or freelance partners to test these new initiatives. This puts additional strain on your creative workflow, and can add layers of approval and more delays.

While creative workflow strategy may not sound as sexy as account-based marketing or augmented reality, it’s an essential part of leading a high performing marketing organization. Marketing leaders who ignore creative workflow optimization, or give it short shrift, will ultimately create ho-hum customer experiences.

inMotion for Marketing Leaders

InMotionNow’s CMO, Alex Withers, is featured on our Marketing Waves blog. In the post, Alex outlines 3 costly creative workflow traps to avoid. He also provides some timely examples from the New York Public Library, RBO Printlogistix, and CarMax. (full disclosure: InMotionNow is a client).

While I’m no attorney or MP, I
believe every marketer can learn from these allegations. They are a cautionary
tale of using (and abusing) personalization, AI to streamline access to
customer data that companies sell to outside firms to increase revenue or
platform usage….

We have scheduled 6 months’ worth of dynamic professional development and growth opportunities for our community. Check out our schedule, and contact me if you would like to participate in these sessions: lisa@energizegrowth.com.

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Lisa is an enthusiastic, enlightening professional. The time you invest with her, or any one of her many seminars, pays terrific dividends. Her quick mind and search for less obvious solutions to difficult problems makes her an excellent resource.